The spot, developed with ad agency Arnold, highlights the brand’s heritage by spotlighting the people who are responsible for producing Jack Daniel’s and then turns the message on the viewer, encouraging them to enjoy it responsibly. It’s airing locally across several markets (see below) during the game.
This year the brand is running a local spot during the game in eight markets to hit a wide geography across the US in key markets to share its message to as many folks as possible. The markets include New York, Dallas, Louisville, Nashville, Seattle, Minneapolis, Tampa and Phoenix.
Jack Daniel’s is extending the responsibility message through a partnership with Uber throughout the US to help fans – 21 or older – get home safe from Super Bowl parties with $5 in ride credit. Ride credit codes will be shared on Jack Daniel’s Facebook, Instagram and Twitter beginning the Thursday before the game.